designing an in-store strategy to celebrate 100 years of expertise, while dreaming big about the future
why
To modernize a heritage brand, connect with a new generation of parents, and stay relevant in a rapidly evolving competitive set.
how
By leaning into a well known asset (the teardrop shape), and a new one (imaginative refreshed packaging), and making both larger than life.
what
An engaging and scalable in-store strategy and set of design guidelines to inspire Johnson’s teams across the globe.
my role
The best projects stretch you. This one, completed in 2017, marked many firsts for me — acting as the key client contact, being fully responsible for project management, and crafting a design strategy that needs to resonate in wildly different global markets. While I have always loved designing experiences, and translating two-dimensional design into three-dimensional worlds, this was one of the first times I really dove into the shopper psychology and behavior that separates good from great in-store design.
credits
client Johnson & Johnson
agency Design B&B
core team Amy Brusselback, Liz Lovasco, Mary Delaware, Robin Beattie, Parker Sheley, Brandon Schneider
